David’s Bridal

Helping millions find “the one”

David's Bridal

David’s Bridal is an authority in wedding attire. With a well-trafficked website and over 300 physical stores in the U.S., it’s no surprise one out of three brides walks down the aisle wearing a David’s Bridal gown.

The company’s previous website, while responsive, struggled to connect with its users across devices. It failed to acknowledge that buying a wedding dress online requires a certain amount of preparedness and faith. Going through a rack of 1,000 dresses alone is a tall order.

If weddings are the stuff dreams are made of, our biggest challenge was to create an experience that felt as magical as the moment of finding “the one.” We needed to simulate the pace and personalization of an in-store appointment—to imagine an environment that first inspired and educated, and then sold.

The redesign presents a re-energized brand—with new colors, typography, and photography—to help expand the brand’s focus to new categories like Prom, and let all users feel included. Editorial spots, social content, and tools for narrowing products make shopping online stress-free.

Prompts to get help from a real person are thoughtfully added throughout the experience.

In the end, the project’s most powerful outcome is a library of patterns covering an entire e-commerce experience—from account management to checkout, and all the moments in-between. A thoughtful, holistic system makes for an intuitive and empowering user experience no matter where a user is in her journey.